The Role of Social Media in Altruistic and Selfish Motives on the Purchase Intention of Consumers of Green Cosmetics

Document Type : Original Article

Authors

1 Ph.D. student of Marketing, University of Isfahan, Isfahan ,Iran.

2 Master of Business Administration, University of Ilam, Ilam, Iran.

Abstract

During the last decade, environmental concerns have become a global trend. This trend has led cosmetics companies to strive to be more environmentally friendly and to offer a more diverse portfolio of green products to meet the needs of new consumers. Meanwhile, new communication tools such as social media have widely shared environmental concerns to influence consumers' attitudes and encourage more environmentally conscious behavior. The purpose of this research is to investigate the role of social media in altruistic and selfish motives on consumers' purchase intention of green cosmetics. In terms of practical purpose, method, and time period of data collection, the current research belongs to cross-sectional survey research. The statistical population includes all Instagram social media users who follow pages related to green cosmetic products (Green Pearl, Green City, and Green Green cosmetic products). The statistical sample size was determined using the Cochran formula, which indicated a sample size of 384 people. The sample was then selected using the available sampling method. The research tool was a standard questionnaire. Its face and content validity were determined by experts' opinions, and its construct validity was assessed using factor analysis. The opinions of professors and experts were sought for the re-validation of the questionnaire. Cronbach's alpha was also used to assess reliability, and its value was determined to be 0.92, indicating high reliability of the tool. Structural equation modeling method was used to test the hypotheses of this research. The results obtained from the research demonstrate the positive and significant impact of social media on both altruistic and selfish motives influencing consumers' purchase intentions. Another finding is that the altruistic motive mediates the relationship between social media and consumers' attitudes. Selfish motivation also plays a mediating role in the relationship between social media and subjective norms.

Keywords

References

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Commercial Strategies
Volume 19, Issue 20
September 2022
Pages 147-170

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